It was great to return to Le Touquet last week and enjoy some time at the France seaside with loads of publishers, agencies, brands and AdTech companies.
I was happy to moderate a panel about International Advertising with MediadriveKawarizmi Group and Trainline and loved the beach, the local bars, the food, the hotel and the atmosphere. This event is such a staple in the calendar for French publishers and it’s impressive so see so much innovation and meet entrepreneurs. Great job with all the organisation, and thanks for having me Ratecard.
#advertising#publisher#Touquet2024#LeFrenchTech#AdTech
How might pub strategy talk get you to a Euros Final?
Last night, we watched two, very different strategies play out in the England vs Spain men’s Euros final. Pubs across the country were filled with strategy talk - fans weighing in on every decision and moment of play. The face-off between a defensive plan from England and the agility of Spain’s electric wingers illustrated the strength in a strategy that combines proactivity and builds in flexibility. (Sorry England).
Over at Brandtech, we are fans of strategies that support moments of flex and help brands stay in a proactive rather than defensive position!
Brandtech Consulting - helping brands turn strategy to action at speed, from the centre of The Brandtech Group
🔮🚀#Brandtech#StrategyToAction#BrandStrategy#SocialMedia#BrandStrategy#CustomerEngagement#InfluencerMarketing#Innovation#DigitalMarketing
How do you create an actual ‘Total Market’ campaign? Many times I’ve said, it’s not so much that ‘total market’ doesn’t exist more like companies don’t understand how to do it properly. Well, enter T-Mobile to show us how it’s done!
Step 1: Hire talent that resonates across the board. With Zoe Saldaña as the lead in their ads they’ve got a Spanish speaking Afro-latina who can bridge various consumer segments. Plus…who doesn’t love Gamora from Guardians of the Galaxy?
Step 2: Wrap your message in a universal truth. In TMo’s case it’s not just that people love savings, but their family. As someone with extensive multicultural strategy experience, this always pops as an important element for consumers regardless of ethnicity.
Step 3: Don’t just translate, transcreate. I can’t stress the importance of this enough. Rather than just trying to recreate jokes from the English spot, TMo understood those jokes just don’t translate into Spanish. Both ads (link below) are alike in spirit but are more like cousins than siblings…which any Latinx/Hispanic consumer will tell you can be just as close a relationship. ;-)
Step 4: Set up the right targeting. I’ve been served this ad across several streaming services, in both languages. This demonstrates TMo understands the bilingual consumer is open to receiving a message based on who they are, not the language of the program they’re watching. Also, by keeping the spots similar in theme, it never felt like I was watching a ‘Spanish’ vs ‘English’ ad but rather a fully thought out campaign being served in an effort to maximize impact while retaining continuity.
Ultimately, any campaign should be about connecting with the audience on their terms and the current campaign from TMo demonstrates doing this isn’t that difficult…if you have the right team.
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Interesting ruling by the ASA against Eurostar which guides us that if you're advertising a "from" price, you must ensure that there is a "significant number" of items/services available to purchase AT such "from" price. #advertising#advertisingandmarketing#travel#travelindustry#asa#discount
SVP, Client Success - Programmatic Platforms (CTV & DV+)
1molove that zip up Joanna Burton !